AI is expected to generate up to 90% of content by the end of the year. Shorter, flatter and more artificial posts. Today, content saturation and market maturity are slowing down the growth of social platforms. Users want less fake content and more real, human...

AI is set to consolidate as a transversal technologyThe World Cup and the Premier League at the centre of the gameMore clubs, more properties and less attention available  2026 will be an intense year for sponsorship. Winter Olympics, FIFA World Cup, AI partnerships,...

Sponsorship risk doesn’t start at activation, it starts at signatureAFA and FC Barcelona show why reputation can outweigh revenueStrong due diligence is a strategic, not only legal, decision Terminating a sponsorship earlier is painful and expensive. Money, effort and...

Sponsors are already in execution modeHow Unilever plans to activate the World CupAt least 10,000 creators will be hired The World Cup year has arrived. Most sponsors have already defined how they will activate the event and how much they will invest. Agencies,...

AI chatbots are scaling fast and becoming platformsSponsorship is a new way for AI to stand out in sportSports properties gain a powerful new commercial category AI chatbots have quickly become indispensable for millions of users. Processing 2.5 billion prompts every...

Ideas are only the starting pointExecution defines effort, resources and resultsGreat projects are built in the process, not in the pitch For the final post of 2025, a reflection based on what I experienced this year. Ideas are overvalued. We tend to see projects as...

How health concerns have reshaped sponsorship in sportWhy social media platforms may face similar restrictionsThe role of sponsorship in protecting young audiences Society shapes sponsorship. Over the past decades, companies from the tobacco, alcohol and gambling...

Revolut isn’t just another tech company investing in sports. It’s a tech disruptor, fully integrating into partners’ operations. Supplier payments? Revolut.Ticketing platform? Revolut.Merchandise checkout? Revolut.Staff credit cards? Revolut. With deals in F1, NBA and...

Q4 is stressful for most companies. CMOs need to get their marketing plans and budgets approved, including sponsorships. It’s also when CEOs and boards raise their expectations on Marketing, adding even more pressure to deliver. In recent years, that pressure has only...

Heineken leaves the Champions League after 30 years AB InBev strengthens its mega-platform strategy (FIFA, IOC, UCL)Opportunity for premium brands and more consumption moments It’s just business. After three decades, the Champions League is set to have a new beer...

Sponsorship has evolved from visibility to value and experienceEach era reflects cultural, technological, and consumer changesThe future belongs to brands that create real connection and innovation Sponsorship is a reflection of society, showing how brands seek to...

Audi enters F1 aiming to turn Sauber into a winner by 2030Technology, scale and power are commercial driversWith Revolut, Adidas, and BP, Audi strengthens innovation to F1 The waiting is over. After three years of preparation, the German automotive giant Audi will...

Technology is leading sponsorship by driving fan relevance and business impactGoogle and LA28 are creating a connected, AI-powered Games experienceSponsors are becoming solution partners, not just brands Sponsorship is a marketing tool used by most brands worldwide....

Digital is king: 61% of the budgetSponsorship: classic vs digital modelResults: creativity drives engagement To close a sponsorship, it’s necessary to design a proposal that fits the company’s marketing strategy. The product we sell is not the sports property itself,...

The job is to help the sponsorship manager defend the projectRelationships are key to project approvalStrong relationships are built on transparency and support Your job is not to sell sponsorship, it is to help buy an idea. It is about supporting the sponsorship...

Solutions-first partnerships that add valueTruly tailor-made deals for each sponsorLong-term partnerships driving credibility and ROI The NFL started the 2025 season with a record 43 sponsors. The NFL’s league and team sponsorship revenues reached USD 4.29 billion...

A sponsorship without focus becomes an expenseBoth sponsor and property drive successClear goals and dialogue make impact possible “Our sponsorship isn’t working. My return is only $0.50 for every dollar invested.” In this real story, the sponsor claimed that the...

Nike and Adidas shift from performance to purposeTaglines reflect Gen Z and millennial valuesBrands compete to connect emotionally Marketing is built on frequency and consistency.  Being seen with the same message, over and over—by the right audience. If this formula...

The CEO decides when sponsorship solves real business problemsRelationships and internal alignment are decisive in the negotiationTangible results turn skepticism into advocacy The CEO is the one with the final word. The one who decides whether to sign or drop the...

Coca-Cola engages fans with multiple drinksThe brand connects UK and global audiencesIt follows trends with low- and no-sugar products Coca-Cola has made a bold play in English football. In May, the American giant announced a three-year deal with the Premier League....

A complex decision shaped by culture and timingUS leads, with 60% of top dealsLong-term, costly, high-reward commitment Are naming rights a good investment? Connecting with a city, fanbase or sport can create long-lasting results for companies. Naming rights promise...

Presence in the cycle boosts Games impactOlympic ecosystem integrates brands and servicesPurpose-driven entertainment keep the flame alive This week I had the opportunity to take part in the panel “The Olympics are all year round” at Rio Innovation Week. I shared the...

Global sponsorship works when strategy and local execution go hand in handUnilever combined different categories to activate multiple brands at the Women’s EuroRexona launched five local campaigns based on a global concept, with athletes as protagonists Global and...

Adobe partners with Premier League to elevate digital fan experienceThree pillars: Creativity, Data, AISignals a shift toward DTC sponsorship strategies Deals show where properties are heading. As society evolves, so must partnerships. The LA28 Olympics recently...

Without knowledge, we can’t sell. Above all, knowledge of the person sitting across the table. How can I help this company?What do they really need right now?What’s the available budget? The problem is that, more often than not, we don’t even know what the real issue...

Under pressure from the Trump administration, 80% of US multinationals changed their ESG policies to avoid legal and political risks. This context presents a real dilemma for sponsors of women’s sport: a) Pull back on sponsorships, giving in to political pressureb)...

How many pillars does your sponsorship support? A well-executed sponsorship impacts several areas of the company. Brand, customers, product, distribution channels, technology, relationships, employees or public relationships. It’s useful both for those who sell and...

From 5 to 53 sponsors in seven years. Few sports organisations have scaled this fast while managing such a wide sponsor roster. McLaren Racing is one of them. The only team in the paddock without a title sponsor. Instead, McLaren has three major sponsors: OKX,...

https://youtu.be/WXwvrJJjJVE In the world of sponsorship, we usually talk about money, strategy, and results. Rational elements linked to knowledge and technical skills. What is far less talked about – and recognised – is the immense resilience, optimism and effort of...

Since it was announced in 2022, the new FIFA Club World Cup has faced questions about its viability, relevance, and place in the international football calendar. With this move into club football, FIFA aims to establish the tournament as its second most lucrative...

The epic final between Alcaraz and Sinner was the stage for yet another masterclass in sponsorship. A supporter of tennis for over 40 years, Rolex has built a legacy of excellence and tradition. In recent years, luxury brands have increasingly partnered with athletes,...

The sponsor printed on your shirt says a lot about you. About how you position yourself, which audience you reach and what problem you solve. It’s not the same having Bet365 as it is having TikTok. The absence of a sponsor also sends a message. Just like a shirt...

How many times have you been left without an answer?  Even from the right contact? Many WhatsApps, e-mails and sales presentations go unanswered. It’s frustrating — especially after so much effort. What’s wrong? We focus on what we say, but not on what they hear. That...

Sponsorships are marketing solutions to business problems.  We often see brands seeking visibility, engagement, data, prestige, relationships, or product sales. That’s not Airbnb’s case — at least not the main goal here. By investing millions in an Olympic...

Is it smart to buy a package that includes both men’s and women’s rights? Booking.com recently announced its partnership with both the NBA and the WNBA, becoming their official online travel partner. Diageo, on the other hand, was named the official spirits sponsor...

What if brands like Coca-Cola or Heineken started creating rules within sports? Can you imagine a header goal being worth double in the World Cup final? Or a driver earning +10 points for finishing the season without any accidents? We’re seeing new competitions like...

After numerous meetings with companies, the miracle happened: reaching an agreement. The brand likes the project and is willing to invest. We have already started to imagine how it will be activated and how the contract will help us meet this year’s goal. Pure...

Subtly interrupting while still adding value. That’s how we aim to activate sponsorships in sport and entertainment. Consumers buy brands, not products. No one needs to drink a Heineken during a Champions League match, but many want to. Once again, the Dutch brand...

Even the best professionals get fired. Recently, a good professional I know from a top sports property was dismissed. He had a strong track record, a solid network, and the full support of his team. After several years of working for the organisation, he was even...

Renewing a sponsorship should be easier than signing the first deal. But it isn’t always like that. Some factors are in our control, others are not. The market suggests that 40–60% of sports sponsorships are not renewed. Renewing is selling a new sponsorship, and much...

How much will be invested in activating the sponsorship? This question is as important for the sponsor as it is for the sponsored party. The biggest payment Activation is the biggest payment a property can receive. A good activation: Promotes the sports property...

Trust is built with truth, not with beauty. Having an attractive pdf is important, but it is sincerity that connects people. Respect for others. An incredible project, without weaknesses and that will change the world, generates distrust. Working on the property or...

Since early this year, Olympic partners such as AB InBev and Allianz renewed their contracts with the IOC. TCL also joined as a global sponsor following Panasonic’s exit. For us marketers, the Olympics are a benchmark in sports and entertainment. 9 out of 10 people...

The American market Sponsorship deals in women’s sports grew at a 50% faster rate than in men’s professional leagues in North America in 2024-2025. Endorsements for athletes and teams in the NWSL (football), WNBA (basketball), WTA (tennis), LPGA (golf) and Liga MX...

Competition among companies increases as more brands invest in sponsorship to achieve their business goals. Properties like F1, NFL or NBA have seen their partners’ portfolios grow for flagship events and competitions. 92 of the Top 100 brands invest in sponsorship....

Often, our project gets a no in the first minutes. We may not hear it, but it’s there.  The first five minutes of a sales pitch are vital. Their goal is to persuade the listener to pay attention to the rest. Most sales pitches don’t work because of a lack of empathy. ...

“Our partnerships deliver powerful platforms for transformation, showcasing payment solutions that uplift everyone, everywhere”, Andrea Fairchild, SVP Global Sponsorship Strategy. Sport, culture and entertainment influence through authentic stories, turning fans into...

“We didn’t do much calculation. Mr Arnault (LVMH’s Chairman) always goes with his stomach,” said Pietro Beccari, Louis Vuitton’s CEO. The F1 x Louis Vuitton 10-year deal valued at €100 million annually was a simple and non-data-driven decision. Hard work and data were...

The commercial deal will probably be decided by people you will not get to talk to. You need teammates to make it happen. First, your project and, second, people responsible for sponsorship. Having a winner project is vital to get the sponsorship manager’s support. ...

We make decisions to solve our problems. Our decisions seek to help with challenges and goals. Sponsorship decisions are no different, they are tools to solve business problems. However, tension is necessary to make a deal happen. Tension is the stress we feel when we...

The sponsorship fee represents a small portion of the overall sponsorship expenditure. Each company is different, but understanding the budgeting process is essential to creating viable contracts. In addition to the fee, companies often invest in activation and...

A tattoo is for life. It's about what left a mark on our lives. Behind the infinite tattoos that exist, there are few desires. What do we need? To feed ourselves, have a place to live and health.What do we want? Status, affiliation and letting go of fears. We make...

Red Bull and Italo Ferreira did it again. Exactly one year after the “ring of fire” shot. This time, the photographer Marcelo Maragni captured the surfing’s first Olympic champion with the 2023 A3 Tsuchinshan-Atlas.  “The comet of the century” only returns to the...

Sponsorships that don’t help the business are donations. Amazon’s multi-year partnership with the NWSL is a business decision. Awareness, engagement or sales are what sports entities can offer. And, everything needs to lead to the third. So, this is our job. Help with...

Is the pandemic a true existential threat to women’s football? Like any product at a growing stage, it needs investment and patience. A long-term commitment with the aim of shaping the sport and society, providing the prestigious tag of “pioneer” to the ones that...

Women’s football is the biggest growing opportunity in sports, being football the biggest, the most participatory and the one offering more opportunities for young girls and boys. In terms of investment, “women’s football is just a winner”. With these words, Rebecca...

FIFPro, the global representative for professional football players, published Raising Our Game. A report about the global state of women’s football, with recommendations to address the major challenges. The significant development of the product from the areas of...

AI is expected to generate up to 90% of content by the end of the year. Shorter, flatter and more artificial posts. Today, content saturation and market maturity are slowing down the growth of social platforms. Users want less fake content and more real, human...

AI is set to consolidate as a transversal technologyThe World Cup and the Premier League at the centre of the gameMore clubs, more properties and less attention available  2026 will be an intense year for sponsorship. Winter Olympics, FIFA World Cup, AI partnerships,...

Sponsorship risk doesn’t start at activation, it starts at signatureAFA and FC Barcelona show why reputation can outweigh revenueStrong due diligence is a strategic, not only legal, decision Terminating a sponsorship earlier is painful and expensive. Money, effort and...

Sponsors are already in execution modeHow Unilever plans to activate the World CupAt least 10,000 creators will be hired The World Cup year has arrived. Most sponsors have already defined how they will activate the event and how much they will invest. Agencies,...

AI chatbots are scaling fast and becoming platformsSponsorship is a new way for AI to stand out in sportSports properties gain a powerful new commercial category AI chatbots have quickly become indispensable for millions of users. Processing 2.5 billion prompts every...

Ideas are only the starting pointExecution defines effort, resources and resultsGreat projects are built in the process, not in the pitch For the final post of 2025, a reflection based on what I experienced this year. Ideas are overvalued. We tend to see projects as...

How health concerns have reshaped sponsorship in sportWhy social media platforms may face similar restrictionsThe role of sponsorship in protecting young audiences Society shapes sponsorship. Over the past decades, companies from the tobacco, alcohol and gambling...

Revolut isn’t just another tech company investing in sports. It’s a tech disruptor, fully integrating into partners’ operations. Supplier payments? Revolut.Ticketing platform? Revolut.Merchandise checkout? Revolut.Staff credit cards? Revolut. With deals in F1, NBA and...

Q4 is stressful for most companies. CMOs need to get their marketing plans and budgets approved, including sponsorships. It’s also when CEOs and boards raise their expectations on Marketing, adding even more pressure to deliver. In recent years, that pressure has only...

Heineken leaves the Champions League after 30 years AB InBev strengthens its mega-platform strategy (FIFA, IOC, UCL)Opportunity for premium brands and more consumption moments It’s just business. After three decades, the Champions League is set to have a new beer...

Sponsorship has evolved from visibility to value and experienceEach era reflects cultural, technological, and consumer changesThe future belongs to brands that create real connection and innovation Sponsorship is a reflection of society, showing how brands seek to...

Audi enters F1 aiming to turn Sauber into a winner by 2030Technology, scale and power are commercial driversWith Revolut, Adidas, and BP, Audi strengthens innovation to F1 The waiting is over. After three years of preparation, the German automotive giant Audi will...

Technology is leading sponsorship by driving fan relevance and business impactGoogle and LA28 are creating a connected, AI-powered Games experienceSponsors are becoming solution partners, not just brands Sponsorship is a marketing tool used by most brands worldwide....

Digital is king: 61% of the budgetSponsorship: classic vs digital modelResults: creativity drives engagement To close a sponsorship, it’s necessary to design a proposal that fits the company’s marketing strategy. The product we sell is not the sports property itself,...

The job is to help the sponsorship manager defend the projectRelationships are key to project approvalStrong relationships are built on transparency and support Your job is not to sell sponsorship, it is to help buy an idea. It is about supporting the sponsorship...

Solutions-first partnerships that add valueTruly tailor-made deals for each sponsorLong-term partnerships driving credibility and ROI The NFL started the 2025 season with a record 43 sponsors. The NFL’s league and team sponsorship revenues reached USD 4.29 billion...

A sponsorship without focus becomes an expenseBoth sponsor and property drive successClear goals and dialogue make impact possible “Our sponsorship isn’t working. My return is only $0.50 for every dollar invested.” In this real story, the sponsor claimed that the...

Nike and Adidas shift from performance to purposeTaglines reflect Gen Z and millennial valuesBrands compete to connect emotionally Marketing is built on frequency and consistency.  Being seen with the same message, over and over—by the right audience. If this formula...

The CEO decides when sponsorship solves real business problemsRelationships and internal alignment are decisive in the negotiationTangible results turn skepticism into advocacy The CEO is the one with the final word. The one who decides whether to sign or drop the...

Coca-Cola engages fans with multiple drinksThe brand connects UK and global audiencesIt follows trends with low- and no-sugar products Coca-Cola has made a bold play in English football. In May, the American giant announced a three-year deal with the Premier League....

A complex decision shaped by culture and timingUS leads, with 60% of top dealsLong-term, costly, high-reward commitment Are naming rights a good investment? Connecting with a city, fanbase or sport can create long-lasting results for companies. Naming rights promise...

Presence in the cycle boosts Games impactOlympic ecosystem integrates brands and servicesPurpose-driven entertainment keep the flame alive This week I had the opportunity to take part in the panel “The Olympics are all year round” at Rio Innovation Week. I shared the...

Global sponsorship works when strategy and local execution go hand in handUnilever combined different categories to activate multiple brands at the Women’s EuroRexona launched five local campaigns based on a global concept, with athletes as protagonists Global and...

Adobe partners with Premier League to elevate digital fan experienceThree pillars: Creativity, Data, AISignals a shift toward DTC sponsorship strategies Deals show where properties are heading. As society evolves, so must partnerships. The LA28 Olympics recently...

Without knowledge, we can’t sell. Above all, knowledge of the person sitting across the table. How can I help this company?What do they really need right now?What’s the available budget? The problem is that, more often than not, we don’t even know what the real issue...

Under pressure from the Trump administration, 80% of US multinationals changed their ESG policies to avoid legal and political risks. This context presents a real dilemma for sponsors of women’s sport: a) Pull back on sponsorships, giving in to political pressureb)...

How many pillars does your sponsorship support? A well-executed sponsorship impacts several areas of the company. Brand, customers, product, distribution channels, technology, relationships, employees or public relationships. It’s useful both for those who sell and...

From 5 to 53 sponsors in seven years. Few sports organisations have scaled this fast while managing such a wide sponsor roster. McLaren Racing is one of them. The only team in the paddock without a title sponsor. Instead, McLaren has three major sponsors: OKX,...

https://youtu.be/WXwvrJJjJVE In the world of sponsorship, we usually talk about money, strategy, and results. Rational elements linked to knowledge and technical skills. What is far less talked about – and recognised – is the immense resilience, optimism and effort of...

Since it was announced in 2022, the new FIFA Club World Cup has faced questions about its viability, relevance, and place in the international football calendar. With this move into club football, FIFA aims to establish the tournament as its second most lucrative...

The epic final between Alcaraz and Sinner was the stage for yet another masterclass in sponsorship. A supporter of tennis for over 40 years, Rolex has built a legacy of excellence and tradition. In recent years, luxury brands have increasingly partnered with athletes,...

The sponsor printed on your shirt says a lot about you. About how you position yourself, which audience you reach and what problem you solve. It’s not the same having Bet365 as it is having TikTok. The absence of a sponsor also sends a message. Just like a shirt...

How many times have you been left without an answer?  Even from the right contact? Many WhatsApps, e-mails and sales presentations go unanswered. It’s frustrating — especially after so much effort. What’s wrong? We focus on what we say, but not on what they hear. That...

Sponsorships are marketing solutions to business problems.  We often see brands seeking visibility, engagement, data, prestige, relationships, or product sales. That’s not Airbnb’s case — at least not the main goal here. By investing millions in an Olympic...

Is it smart to buy a package that includes both men’s and women’s rights? Booking.com recently announced its partnership with both the NBA and the WNBA, becoming their official online travel partner. Diageo, on the other hand, was named the official spirits sponsor...

What if brands like Coca-Cola or Heineken started creating rules within sports? Can you imagine a header goal being worth double in the World Cup final? Or a driver earning +10 points for finishing the season without any accidents? We’re seeing new competitions like...

After numerous meetings with companies, the miracle happened: reaching an agreement. The brand likes the project and is willing to invest. We have already started to imagine how it will be activated and how the contract will help us meet this year’s goal. Pure...

Subtly interrupting while still adding value. That’s how we aim to activate sponsorships in sport and entertainment. Consumers buy brands, not products. No one needs to drink a Heineken during a Champions League match, but many want to. Once again, the Dutch brand...

Even the best professionals get fired. Recently, a good professional I know from a top sports property was dismissed. He had a strong track record, a solid network, and the full support of his team. After several years of working for the organisation, he was even...

Renewing a sponsorship should be easier than signing the first deal. But it isn’t always like that. Some factors are in our control, others are not. The market suggests that 40–60% of sports sponsorships are not renewed. Renewing is selling a new sponsorship, and much...

How much will be invested in activating the sponsorship? This question is as important for the sponsor as it is for the sponsored party. The biggest payment Activation is the biggest payment a property can receive. A good activation: Promotes the sports property...

Trust is built with truth, not with beauty. Having an attractive pdf is important, but it is sincerity that connects people. Respect for others. An incredible project, without weaknesses and that will change the world, generates distrust. Working on the property or...

Since early this year, Olympic partners such as AB InBev and Allianz renewed their contracts with the IOC. TCL also joined as a global sponsor following Panasonic’s exit. For us marketers, the Olympics are a benchmark in sports and entertainment. 9 out of 10 people...

The American market Sponsorship deals in women’s sports grew at a 50% faster rate than in men’s professional leagues in North America in 2024-2025. Endorsements for athletes and teams in the NWSL (football), WNBA (basketball), WTA (tennis), LPGA (golf) and Liga MX...

Competition among companies increases as more brands invest in sponsorship to achieve their business goals. Properties like F1, NFL or NBA have seen their partners’ portfolios grow for flagship events and competitions. 92 of the Top 100 brands invest in sponsorship....

Often, our project gets a no in the first minutes. We may not hear it, but it’s there.  The first five minutes of a sales pitch are vital. Their goal is to persuade the listener to pay attention to the rest. Most sales pitches don’t work because of a lack of empathy. ...

“Our partnerships deliver powerful platforms for transformation, showcasing payment solutions that uplift everyone, everywhere”, Andrea Fairchild, SVP Global Sponsorship Strategy. Sport, culture and entertainment influence through authentic stories, turning fans into...

“We didn’t do much calculation. Mr Arnault (LVMH’s Chairman) always goes with his stomach,” said Pietro Beccari, Louis Vuitton’s CEO. The F1 x Louis Vuitton 10-year deal valued at €100 million annually was a simple and non-data-driven decision. Hard work and data were...

The commercial deal will probably be decided by people you will not get to talk to. You need teammates to make it happen. First, your project and, second, people responsible for sponsorship. Having a winner project is vital to get the sponsorship manager’s support. ...

We make decisions to solve our problems. Our decisions seek to help with challenges and goals. Sponsorship decisions are no different, they are tools to solve business problems. However, tension is necessary to make a deal happen. Tension is the stress we feel when we...

The sponsorship fee represents a small portion of the overall sponsorship expenditure. Each company is different, but understanding the budgeting process is essential to creating viable contracts. In addition to the fee, companies often invest in activation and...

A tattoo is for life. It's about what left a mark on our lives. Behind the infinite tattoos that exist, there are few desires. What do we need? To feed ourselves, have a place to live and health.What do we want? Status, affiliation and letting go of fears. We make...

Red Bull and Italo Ferreira did it again. Exactly one year after the “ring of fire” shot. This time, the photographer Marcelo Maragni captured the surfing’s first Olympic champion with the 2023 A3 Tsuchinshan-Atlas.  “The comet of the century” only returns to the...

Sponsorships that don’t help the business are donations. Amazon’s multi-year partnership with the NWSL is a business decision. Awareness, engagement or sales are what sports entities can offer. And, everything needs to lead to the third. So, this is our job. Help with...

Is the pandemic a true existential threat to women’s football? Like any product at a growing stage, it needs investment and patience. A long-term commitment with the aim of shaping the sport and society, providing the prestigious tag of “pioneer” to the ones that...

Women’s football is the biggest growing opportunity in sports, being football the biggest, the most participatory and the one offering more opportunities for young girls and boys. In terms of investment, “women’s football is just a winner”. With these words, Rebecca...

FIFPro, the global representative for professional football players, published Raising Our Game. A report about the global state of women’s football, with recommendations to address the major challenges. The significant development of the product from the areas of...